Highmark day at the Park.


From Dog Days to Hockey Night, watching AAA Buffalo Bisons play the old ball game at Sahlen Field is always an experience. As a sponsor of one of our favorite hometown teams, our friends at Highmark Blue Cross Blue Shield of Western New York asked for our help making their special day at the park equally as memorable. What started as a request for some game day giveaways turned into nine innings of activations and fun for the whole family.


Upon arrival at the ballpark, fans were given blue-branded foam fingers and baseball gloves and greeted by the famous Celery, adorned in special Highmark garb. While our minor league team here in Buffalo boasts many mascots, including Buster Bison, Chip, and Blue Cheese, one holds a special place in our hearts (and stomachs) – Celery. And because Highmark is a company that encourages healthy habits, we decided to dedicate the entire day to our tall stringy friend.

In addition to our giveaways, young fans received an autographed portrait of Celery all geared up in his sweatband and tube socks, as well as a sheet of clues to guide them through our Celery Stalk scavenger hunt. This quest encouraged game-goers to exercise their legs and minds as they searched to find photos of our friend hidden all over Sahlen Field. Those who completed the challenge got to take home a sweet pair of Highmark shades.

And because all that running around can work up quite the appetite, throughout the game we also held the Celery Celery Toss, which treated fans in different sections of the stadium to a healthy snack.


Branded giveaways

Celery toss

The Great Celery Stalk scavenger hunt


Highmark Day at the Park was a grand slam. Through these activations, the healthcare company was able to build brand awareness, encourage healthy habits, and create a memorable game day experience fans won’t soon forget.